What I do
From market entry to signed deals
For a brand entering Colombia and Spanish-speaking LATAM, I:
Build the go-to-market plan
Which regions, customers and partners come first, and why.
Sign the right partners
Find, sign and grow distributors, dealers and key accounts.
Train the people who sell
Sales teams that understand your product and sell it properly.
Negotiate the big deals
In Spanish, at owner and executive level, protecting your margins.
Report to headquarters
Clear, honest reporting in native English.
Know how Colombia works
Contracts, licences, labour law, tax and sourcing, from ten years of running a company here.
Foreign brands rarely fail in Colombia because of their product. They fail because they don't have the right person on the ground.Giordano Siton
Experience
20+ years in sales, 10 in Colombia
Managing Director · CitySol S.A.S., Medellín
My Colombian company: real estate investment and development, short-term rental hospitality, building solutions sourced direct from manufacturers in China and Colombia, and market-entry consulting for foreign investors and companies. citysol.com.co
Global Sales Director · Applied Physics (USA, remote)
Led global sales and a fully remote sales team. Closed over $5M in B2B sales in 2025 alone with some of the world's largest pharmaceutical, biotech and semiconductor manufacturers.
Founder & Director of Global Sales · British Used Clothing Ltd, London
Built an export business on supply contracts with UK charities including Age UK and Cancer Research UK, grading stock to each destination market and exporting around 100 tonnes to Europe and Africa. Sold in 2016.
Premier Relationship Manager · Barclays
Managed high-value Premier clients, including business owners and C-suite executives.
Sales Trainer · Carphone Warehouse
Best closing rate on a high-volume sales floor, then trained a sales team of 250+.
About
British by birth, Colombian by choice
I came up through every front-line sales role in the UK, from door-to-door to the phones, before building and selling my own export company. In 2016 I moved to Medellín, where I have run my own company ever since, while also leading global sales for a US technology company.
Today I work with foreign brands that want to enter Colombia and Spanish-speaking LATAM properly: with a plan, the right partners and someone accountable on the ground.
- Based in
- Medellín, travelling across Colombia and LATAM
- Citizenship
- British and Colombian
- Languages
- English (native), Spanish (fluent)
- Education
- BSc International Business, UCL
Focus sectors